Scenic Group Launches New Wine Group Travel Program

Three people clinking glasses of white wine
Cruise Industry
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Updated Published

Scenic Group has unveiled its new Wine Group Program, created for wine lovers and travel advisors to design tailor-made group journeys that combine culture, cuisine, and world-class wine experiences.

According to the company, the program is available across all Scenic and Emerald Cruises itineraries and aims to enhance group travel through exclusive perks, flexibility, and personalized benefits.

The initiative applies to new group agreements signed between July 1, 2025, and June 30, 2026, and bookings are now open for both U.S. and Latin American markets.

“Wine and travel have always gone hand-in-hand, and this program creates the perfect platform for groups to enjoy immersive tastings, private dining, and seamless wine logistics while sailing through the world’s most celebrated regions,” said Ken Muskat, president of Scenic Group, USA/LATAM.

“With demand for culinary- and wine-themed travel on the rise, we are thrilled to bring this program to our travel advisors, who are sourcing clients from the U.S. and Latin America sailing on our ships around the globe, and offering unique opportunities for travelers to indulge in their passion for wine together,” Muskat added.

In its press release, Scenic outlined a two-tier structure designed to reward and enhance group bookings, beginning with groups of eight staterooms (16 guests).

Tier 1 (Eight Staterooms / 16 Guests Minimum)

  • Private wine tasting
  • Exclusive wine pairing dinner for the group
  • Up to $1,000 credit toward wine shipping costs
  • Savings of $200 per person and commissions starting at 15%

Tier 2 (17 Staterooms / 34 Guests Minimum)

  • Private wine tasting
  • Exclusive wine pairing dinner for the group
  • Private Scenic Freechoice excursion (Scenic River Cruises only)
  • Complimentary Wine Host Suite (category C on River Cruises, category B on Emerald Yachts, category DA on Scenic Yachts)
  • Up to $2,000 credit toward wine shipping costs
  • Accelerated tour conductor earnings
  • Savings of $200 per person and commissions starting at 15%

To streamline planning, Scenic said it will assist with wine shipping logistics through approved partners, enabling wineries and advisors to coordinate shipments and offer curated onboard wine experiences.

Additionally, group savings and commission benefits can be combined with Scenic Select and Emerald Exclusive offers, loyalty rewards, and future travel credits—making the new Wine Group Program an appealing option for both advisors and travelers who share a passion for fine wine and luxury cruising.